摘要
随着市场竞争日益激烈，消费者购买行为受到多种因素的影响，其中价格敏感度作为关键变量在营销研究中备受关注。本研究旨在探讨价格敏感度与消费者购买决策之间的关系，并进一步分析其影响机制。通过文献回顾发现，现有研究多集中于单一产品类别或特定消费群体，而对跨品类和多元化消费场景的系统性研究尚显不足。为此，本研究采用问卷调查法，以1200名消费者为样本，结合结构方程模型进行数据分析。结果表明，价格敏感度对消费者购买决策具有显著的负向影响，且这种影响在不同产品类别间存在差异性。此外，感知价值在两者之间起到部分中介作用，而消费者信任则起到了调节效应。本研究的创新点在于首次将感知价值和消费者信任纳入统一框架，揭示了价格敏感度影响购买决策的多层次机制。这一发现不仅丰富了价格敏感度理论，还为企业的定价策略和市场定位提供了实践指导，有助于企业更精准地满足消费者需求并提升市场竞争力。
关键词：价格敏感度；消费者购买决策；感知价值；消费者信任；结构方程模型
Abstract
As market competition becomes increasingly intense, consumer purchasing behavior is influenced by a variety of factors, among which price sensitivity serves as a critical variable and has received considerable attention in marketing research. This study aims to explore the relationship between price sensitivity and consumer purchasing decisions and further analyze its underlying mechanism. Through a review of the literature, it was found that existing studies predominantly focus on single product categories or specific consumer groups, with insufficient systematic research on cross-category scenarios and diversified consumption contexts. To address this gap, this study employed a questionnaire survey method, using a sample of 1200 consumers, and applied structural equation modeling for data analysis. The results indicate that price sensitivity exerts a significant negative impact on consumer purchasing decisions, with variations observed across different product categories. Additionally, perceived value partially mediates the relationship between price sensitivity and purchasing decisions, while consumer trust plays a moderating role. A key innovation of this study lies in integrating perceived value and consumer trust into a unified fr amework, thereby revealing the multi-level mechanisms through which price sensitivity influences purchasing decisions. This finding not only enriches the theoretical understanding of price sensitivity but also provides practical guidance for corporate pricing strategies and market positioning, enabling businesses to more accurately meet consumer needs and enhance their competitive edge in the market.
Keywords：Price Sensitivity; Consumer Purchase Decision; Perceived Value; Consumer Trust; Structural Equation Model
目 录
摘要 I
Abstract II
一、绪论 1
(一) 研究背景与意义 1
(二) 国内外研究现状分析 1
(三) 研究方法与技术路线 2
二、价格敏感度的理论基础与测量 2
(一) 价格敏感度的概念界定 2
(二) 价格敏感度的影响因素分析 3
(三) 价格敏感度的测量方法探讨 3
三、消费者购买决策的行为特征分析 4
(一) 购买决策的主要阶段解析 4
(二) 价格在购买决策中的作用机制 4
(三) 不同消费群体的价格敏感度差异 5
四、价格敏感度对消费者购买决策的影响机制 5
(一) 价格敏感度与购买意愿的关系 5
(二) 价格敏感度对品牌选择的影响 6
(三) 价格敏感度在促销策略中的应用 7
结 论 8
参考文献 9
